Kraftsman Trailers

Trailers for the Long Haul.

Kraftsman Trailers has been manufacturing trailers since 2000. Their target audience ranged from residential weekend warriors to large trucking company managers. After conducting extensive competitive, market and historical research I found gaps needing to be addressed. The primary challenge was that most of the clientele was unable to distinguish between Kraftsman and Kaufman, their primary competitor, since their names and brand identities were so similar. It was time for a strategic shift.

After leading two days of branding workshops and several days analyzing the findings, I worked with a team to re-brand Kraftsman including their brand platform, personality and brand identity. The new identity elevated brand perception of durability and craftsmanship, and a foundation for expanding their product lines. The focal audience became industrial customers. By winning in that space, the reputation could eventually influence the residential/weekend warrior audience, based on a reputation of reliability and trust.

Hats worn: Research, Brand strategy, Branding, Concepting, Wireframing, Prototyping, Art director, Visual design

Created at COCG Agency

  • Their brand personality was characterized by a Hero-Warrior-Innovator archetype combo. The Hero and Warrior combined captured their courageous, fearless and dedicated spirit. This fueled the brand’s confident, rugged voice with headlines like “A workhorse you don’t have to feed” and ultimately their brand line “Trailers for the long haul.”

    One of the challenges facing Kraftsman was labeling and branding its various trailer series based on their purpose and weight capacity. I worked with a team to develop the naming structure and designed sub-branded marks for each series. The marks were carefully designed to fit the wide and narrow spaces on the sides of trailers.

    Swag and other promotional items were created for the company’s brand launch and gifts for employees and loyal customers.

  • The website’s bold shapes, strong typefaces and high-contrasting colors capture the rugged durability of the Kraftsman trailer.